A new coffee brand aimed at health conscious Brits promises to boost well being with the latest nootropic supplements.

Impact Coffee is an oat based, cold brew latte infused with nootropics, designed to provide a health boost as well as a caffeine kick.

The new brand has been launched by City worker Yusuf Amanullah a self confessed coffee addict who came up with the idea of a healthy alternative after his nine cups a day habit kept him awake at night.

The 24-year-old Londoner embarked on a fascinating campaign to find an alternative coffee drink using nootropics – herbs and substances which can boost brain performance, cognitive processes and memory.

Now Yusuf is launching a £25,000 Crowdfunding campaign during June to fund the first batch of 10,000 250ml cold brew coffee cans of drink for sale this summer.

Impact Coffee is a fusion of a vegan friendly, oat-based, cold brew latte coffee with the following nootropics:
Ashwagandha, an ancient herb used in Ayurvedic medicine to increase energy levels, relieve stress and improve concentration
Ginkgo Biloba, a herb known to boost memory, fight inflammation and improve blood circulation
Vitamin B-12, which boosts energy and supports the formation of red blood cells.

Why cold brew coffee? Caffeine is a great energy boost, but the hot water from your normal cup of coffee increases the acidity and bitterness while also killing off antioxidants in coffee beans. Cold brew is the perfect solution to that, keeping acidity low, retaining antioxidants, and tasting better. So you keep the energy without having to deal with stomach troubles.

Yusuf said: “Nootropics are already a £2bn industry worldwide and have been becoming more and more popular over the last three or four years. Impact Coffee harnesses the benefits of some of these herbs and vitamins blended with the best that a coffee bean has to offer through cold brew. With this, our beans are brewed in cold water for 15 hours, which makes the caffeine hit much smoother and prolonged, so you don’t feel the shakes and crashes you would through a traditional cup of hot coffee.

“I used to get the benefit of energy from caffeine in my coffee but also unwanted side effects such as the resultant crash, shakes, anxiety and stomach cramps. I once went two days with no sleep after drinking nine cups of coffee in a day – it was frightening. I vowed to find an alternative to traditional coffee and energy drinks.”

A Management Sciences graduate of the London School of Economics, Yusuf first explored different sorts of milk with traditional coffee, such as oat-based drinks, and then turned his attention to the coffee itself, to see which nootropics could successfully be blended in.

Through trials, tribulations and countless tests, he has come up with the formula for Impact Coffee which he hopes will be a winner on the retail shelves. He has teamed up with food scientists and developers to create a drink which tastes great, and gives you functional energy: focused, long-lasting endurance which helps you get more done. In total, 15 nootropics, four different coffee blends and 31 recipes were trialed to result in Impact Coffee.

Yusuf said: “We live in an Information Age. Our brain is now brawn. Before, people would struggle and suffer to build up muscle to lift, push, mend and break. But now, we need to build mental fortitude to think, process, solve and create.

“We crave being alert, being ‘switched on’, being in ‘flow state’, because that’s how we get things done. Impact Coffee is the UK’s first functional cold brew coffee infused with nootropics to give you the mind, body and energy to make an impact.

“Our product is unique, we blend both nootropics and cold brew together, combine the benefits of both, and so merge two exponentially growing markets. It’s an exciting time to be in these industries.”